Dear insect entrepreneur,
In less than 3 minutes you’ll discover:
- How two simple words boosted the performance of paid ads by more than 4X
- Why so many ideal prospects still don’t care about your alternative protein solution - even if you’re the world’s number 1
- What it takes to MAKE them care - quickly and ethically
- What Happens When You Implement This - And how to tell if you’re doing it right
- A quick 1 minute self-test to see if you’re missing out
First, Some Eye-Opening Numbers:
The image above shows the results of a so-called “Gold Mining” campaign, where the highest performing ad has WAY more clicks than the worst performing headline (15 clicks in 950 impressions vs 4 click in 1150 impressions).
For this “Gold mining” campaign I ran a series of incredibly cheap paid ads, to figure out which phrases the ideal client reacts most strongly to.
Then those phrases are ported to your “live” advertising where they’ll help boost conversion.
Anyways…
The result of this particular 10$ test was a 4.5X difference in conversions.
The Math (for the interested):
15 clicks per 950 people reached, vs 4 clicks for 1150 people reached.
That’s a difference of: (15/950) / (4/1150) = 4.539 ~ 4.5 X
Ie, by spending the same amount of money on marketing, I got more than 4 times the number of inquiries.
The weirdest part is: The best and worst performing ads are almost identical.
The highest performing ad simply made use of a marketing approach that next to ZERO technically-minded companies make use of.
I’ve seen this missing approach in: fermentation foods, industrial equipment for BSF rearing, cultivated meat, alternative protein, Acheta/insect protein products, etc.
(If you thought to yourself: “This approach could give me a competitive advantage!” - you get a cookie 😀)
Why Did That One Ad Perform So Much Better?
Because the high-performing headline started off with a reference to the ideal prospect’s innermost identity.
In this particular case the headline started off with the phrase: "For Overwhelmed Gym Owners"...
...because that's how gym owners see themselves.
That's a label that they think describes them, and their situation, accurately.
A label I dug out of deep psychological research and a series of other marketing tests.
A label I proposed as a hypothesis to be tested in those $10 ads.
And it turned out to be a BANGER!
Simple as that.
It doesn't have to be fancy, in the technical sense.
It has to be right in the emotional sense.
The rest of the headline then spells out how the product I sold could be used to achieve their dream life as a profitable and laid back gym owner.
Because: There is nothing more powerful and more enticing than showing your prospect how you can help them become who they want to be
No matter if that’s to become a champion for the environment, a role model as a parent, or to be a conscientious entrepreneur who can go to bed every night and know you made the world a better place.
No matter what you’re selling, there’s an angle to help your ideal client become a hero in their own eyes.
Notice That This Is Not About Superior Engineering…
Or being cutting edge…
Or about innovation in Sector X…
Or the no. 1 leading expert in Y…
All of that comes later, after the prospect cares about what you’re going to tell them…
After the prospect sees your marketing and feels right at home.
And you make people feel at home by accurately starting off your advertising with tiny, hidden signal that tell the prospect's subconscious that they're in the right place.
That you "get" them.
I know I took a stab at PhD's and engineers in the headline.
I studied a PhD in physics myself. Just for the record.
Which means I know the grueling amount of work it takes to get that far in academia.
I'm not telling you this to belittle your achievements.
I'm telling you this to warn you that this "cruel and unforgiving universe(tm)" doesn't care about our titles and accolades as much as WE do! 😄
The point is not that your technical skills don't matter, but that you need to make the prospect care, FIRST.
What Happens When You Implement This - How Do You Know You’re Doing It Right?
When you include a solid identity statement early in your advertising, you will see an overwhelming uptick in time spent on page (Which means more time consuming your messaging)...
You'll see more people approach you at your event booth...
And you’ll find that you’re getting more inquiries than usual.
The effectiveness of basically the same marketing messages, with just a few words tacked on to the opening will massively increase.
The difference will be night and day.
And that's how you know you've hit on a deep seated identity statement.
Self-Test:
Visit your company homepage and ONLY look at the text and images you see without scrolling at all.
- Is your copy and your design ALL about your prospect, not about you?
- Is your copy about your prospects' needs rather than your solutions?
- Is your copy about how life changes for the better for your visitor?
- Does your copy, design and images touch on your ideal prospect’s desired identity or current self-image? Do you make them feel like THIS is exactly where they’re supposed to be?
These 4 questions are vital because if you can say yes to these, there’s a good chance you’re leading with a message that will make the prospect care about you.
If they were "no's", then you have a chance to capture some serious market shares with a few small tweaks to your copy.
If you have questions...
You can always schedule a free call with me
/Fred
PS: Promise to use this information for good